Service blueprints and user journeys How do service designers apply these techniques?

Synneva Gjertrudsdotter Storaas Department of Product Design Norwegian University of Science and Technology

ABSTRACT

One of the main skills that characterize a service designer is the ability to visualize. Nevertheless, there is a lack of research on how visualization tools are applied by service designers today. The aim of this article is to show how service designers use the two well-known visualization techniques user journey and service blueprint. This is done by interviewing four practicing service designers from four different companies about their use of the two visualization techniques. The results from the interviews are related to existing literature. Findings show that the applied science of the two visualization techniques differs from the pure science of the same techniques.

KEYWORDS: Service design, Visualization, Service Blueprint, User Journey, Customer Journey

1 INTRODUCTION Interviewees were also asked about what kind of The interest in service design has increased visualization techniques they make use of [5, 8]. significantly the last few years [1, 2], and service The respondents listed a range of techniques. designers ability to visualize interests several The following techniques were each mentioned authors [1-5]. Some of the visualization one time by one respondent: illustrations; techniques designers make use of are user experience journey; stakeholder journey; journey journeys; service blueprints; stakeholder maps; mapping; layered journey mapping; user scenario expectation maps; personas; design scenarios; and sketches. Four respondents further story boards; desktop walkthrough and service mentioned scenarios, and customer journeys was prototypes [6]. mentioned by six respondents [5, 8]. Segelström then clustered these visualization techniques as Osterwalder and Pigneur (2010) finds the main journeys. Blueprint was mentioned only by one of reasons to use visualization techniques to be: the interviewees [5, 8]. understand the essence; enhance dialogue; explore ideas and improve communication [7]. Two years after the interviews were conducted, Segelström (2010) conducted 14 interviews with Segelström (2010) published a research where he service designers between October 2008 and described and analysed how designers apply January 2009 [5]. The main reasons to use visualizations techniques [5]. Stickdorn and visualisations were found to be: “To formulate Schneider (2011) [6], Martin and Hanington insights from the user material collected, to (2012) [9], Polaine, Løvlie and Reason (2013) [10] communicate these insights to their clients and followed with descriptions of visualization as a way of keeping the data ‘alive’” [5] p. 45. techniques. It is tempting to believe that the use

Service blueprints and user journeys 1 of visualization techniques has developed with [17], but, according to Segelström (2010) [5], did the increased interest in service design and it not receive much attention by authors before visualization techniques. Never the less, there is the publication of Parker and Heapy (2006) [16]. not found research describing how service Zomerdijk and Voss (2007) followed the year designers apply visualization techniques since after. Segelström (2010) [5]. Following from this, updated research on how visualization Halvorsrud et al. (2014) defines a customer techniques are applied by service designers today journey to be “a sequence of touchpoints and seems necessary. actions involved for a customer to achieve a specific goal” [1] (p. 293), this definition is This article examines two visualization adapted in this article, but “customer” is replaced techniques: user journey and service blueprint, with “user”. Touchpoints are defined as potential and describe how they are used by service points of, or instances of, communication or designers. To do so, four service designers have interaction between a customer and a service been interviewed. A literature review related to a provider [1]. An action is seen as “an event or selection of existing literature on visualization activity conducted by a customer or service techniques, especially user journey and service provider as part of a customer journey” [1] (p. blueprint, have also been conducted. 293).

The first section of this article explains key terms 1.3 Service blueprint such as user journey and service blueprint. The research questions are framed and the Service blueprint is one of few visualization methodology is described in section 2. In section techniques that have been described repeatedly 3 the results from the interviews are described. for several decades in academic literature. It was In section 4 the results from the interviews are introduced by Shoestack (1982), [18], and has discussed in comparison to existing literature on later been studied and developed by several user journeys and service blueprints. The article authors [6, 10, 14, 19-33]. concludes in section 5, and it is found that the applied science of the two visualization Polaine et al. (2013) explain that “there are no techniques differs from the pure science of standard or typical blueprints” [10] (p. 98). the same techniques. However, they describe a service blueprint to be: A map of the user journey, the touchpoints and the backstage processes [10]. Two examples of 1.2 User journey blueprints are presented in Appendix A & B. Several terms have the same meaning as user journey. Most authors use the term customer 2 METHODS journey [5, 10-15]. Others make use of terms like service journey, user journey map, experience 2.1 Research questions and design journey, user journey, customer journey map and The purpose of this article is to examine how user journey map [5, 9, 10, 14, 16]. This article practicing Service Designers apply user journeys uses the term user journey to include non-paying and service blueprints. This is done by asking the users of a service and employees, in addition to following research questions: the customers. 1. How do they describe the two

techniques? User journey has been a frequently applied 2. How are the two techniques displayed? technique among service designers for several 3. When do they use the techniques? years [5, 16]. It was described in early nineties

Service blueprints and user journeys 2 4. What are the motivations of using the interviewee from Eggs Design [P1] has worked as techniques regarding design phases and a product and service designer the last four years projects? and is the only service designer in the firm’s 5. What do they consider to be the office in Trondheim. challenges with the two techniques? 6. How do they think the techniques will Nice Industridesign is a small, new design firm. develop in the future? The interviewed service designer from Nice Industridesign [P3] established the firm together To examine the research questions, four with two others industrial designers two years interviews with service designers from four ago. different Norwegian companies were conducted. Conducting few interviews might usually be 2.3 Data collection considered a limitation. However, in the present study it seemed appropriate as the main criterion The four interviews were conducted between 13. was to gain an in-depth understanding on the October, 2014 and 10. November, 2014. First, the research questions, following Morse (1995)[34]. author conducted a face-to-face, semi-structured interview with a representative from Eggs Design. The conducted interviews are the main focus of The interview lasted for one hour and was this article as there was found comparatively few conducted in Eggs Design’s locations in articles on the research questions. The existing Trondheim. An interview guide (Appendix C) articles are used in relation to the results of the concerning service blueprints was used. Semi- interviews. structured interview allows the interviewer to follow topical trajectories in the conversation 2.3 Sample and recruitment when it is considered appropriate [35, 36]. During the interview, the interviewee touched upon The following companies have been recruited: relevant aspects of user journey, and because of “SINTEF”, “Halogen”, “Eggs Design” and “Nice this the interviewee was encouraged to talk Industridesign”. These companies were chosen about both techniques. because they represent different areas in the service design community in Norway. Halgoen, The interview guide was adjusted to cover both Eggs Design and Nice Industridesign are consult user journeys and service blueprints on the three companies, while SINTEF is a research next interviews (Appendix D), which all lasted 30 organization where the interviewed designer minutes each. These interviews were what Tjora often collaborates with other companies. (2010) calls “Fokuserte interjvu” in Norwegian [35] (p. 126). “Fokuserte intervju” are similar to SINTEF is a big, interdisciplinary firm with 2100 semi-structured interviews, but differ as the employees, where only a few of the employees interviews are shorter and straight to the point. are service designers. The interviewee from The interviews with representatives from SINTEF “SINTEF” [P4] has worked with service design for and Nice Industridesign were both done face-to- one year and three months. face, while the interview with Halogen was conducted over Skype. The interviewees are Halogen and Eggs Design are both design firms partly anonymized as the purpose of the with around 50 and 40 employees respectively interviews is to gain an overview on how a working on different fields of design. The sample of service designers uses the techniques interviewee from Halogen [P2] has been rather than to show how specific persons are interested in service design for six years, and using the techniques. works in the company’s office in Oslo where several other service designers are working. The

Service blueprints and user journeys 3 3.1.1 Description of user journey 2.4 Analysis All of the interviewees describe user journey as a The data from the interviews have been analysed visual course of events [P1, P2, P4] or showed by using qualitative content analysis, following examples of service blueprints that fits this Elo and Kyngäs (2007) [37]. The raw data description [P3]. They explained that the user contains of the recorded interviews and own journey has a time aspect [P1-P4]. The time notes from the interviews. The notes include aspect can be from before the user is in contact information on visualizations shown during the with the service until the user no longer has interview, observations and notes from the contact with the service provider [P4], and steps conversation. First, the recorded interviews were such as “Before”, “During”, “After” are used by transcribed and a summary of the transcription the interviewees [P1, P2, P4]. One of the was written. Second, the summary and the notes interviews often includes the step “next time” were used to create categories. The categories [P2]. The interviewees use the technique to tell a from the different interviews were collected and story centred on a user [P1, P2, P4]. Human roles sorted according to the research questions. and touchpoints are highlighted as important in the user journey [P1]. 3. RESULTS 3.1.2 Description of service blueprint All the interviewees use visualizations in their design process, and they all know how to use The interviewees do not have a common several visualization tools, such as scenarios, user description of service blueprint. Two of the journeys and customer journeys [P1-P4]. interviewees describe it as a visualization that shows how the course of events is supposed to Often the visualizations are custom made to fit be, and what is needed to implement the service the particular project. The interviewees from [P2, P4]. They both explain a service blueprint as Eggs Design and Nice industridesign mentioned a "blueprint of the service", and compared it to that the more they get used to visualize, the less blueprints of chairs and other physical products. effort they use on categorize the different The interview from Nice Industridesign told that visualization methods. Instead, they use their a blueprint typically contains of “who, where and focus on creating the best possible visualization channels” [P3]. Some created blueprints inspired to fit the particular project [P1, P3]. by the ones presented in the books "This is service design thinking" [6] [P4] and "Service 3.1 Description user journey and service design from insight to implementation" [10] [P3] blueprint (see Appendix A & B).

The interviewees have a common understanding The designer from Eggs Design did not appreciate of user journey, but do not have a clear and the traditional blueprint. Nevertheless, the common description of a service blueprint. designer uses what were called "blueprint light" However, in some settings it might be difficult to in several projects [P1]. This is an extended user distinguish the two. As the interviewee from journey, where information on the back-stage Halogen puts it; "this is where it gets complicated processes on every step of the user journey can (…) because blueprint is something else than a be found on other pages in the document. It user journey, but a user journey can be similar to presents the same information as a service a blueprint when working with complex services" blueprint, but uses a different format. Blueprint (30. October, 2014, translated from Norwegian light is not an acknowledged technique, but a by the author) [P2]. term that was used during the interview for the visualizations explained above.

Service blueprints and user journeys 4 3.1.3 Similarities and differences 3.2.1 The display of the user journeys

The author has found some general similarities According to the interviewees there are many and differences between the two visualization approaches to design a user journey. In the techniques, based on the interviewees’ response. simplest way it can be created by icons or textboxes linked by arrows [P4]. It can also be The main similarities of user journeys and service shown as a storyboard [P2] or by more blueprints are found to be: complicated hand- or computer-visualizations 1. Both user journeys and service blueprints [P1, P3]. The user journeys do often contain one show the course of events when a user or more of the following; written text, icons, and service provider interact. hand-drawings, post-its, computer-drawings and 2. Both visualization methods have a time pictures. It can be visualized together with an aspect, and are most often emotional journey [P2] and quotes from users chronologically told. [P1]. In this setting, an emotional journey shows 3. Both visualizations are general and give a the mood of the user in different steps of the holistic overview over the service. user journey. The designer from Eggs Design explained that the user journey can contain The main differences of user journeys and service elements typically associated with service blueprints are found to be: blueprint, such as the line of visibility and/or 1. Everything described in a user journey backstage factory [P1]. can be seen or experienced by the user. A service blueprint provides both how The physical format of the user journeys shown the user interact with the company, and by the interviewees vary; it can be presented as an overview over what the service sketches on a sheet of paper [P4], or it can be provider must do to make the service more complicated computer drawings presented happen. on big posters [P1, P3]. It can also be presented 2. A user journey includes events that are as a video [P1] or by using desktop walkthrough not directly linked to the service [P2]. Desktop walkthrough is a technique where provider, such as transport and queues. A 3D-figures, such as Lego, are used in a small service blueprint contains only remake of the service environment, to create or happenings directly linked to the service. tell a story.

3.2 The display of the user journeys and 3.2.2 The display of the service blueprints service blueprints The interviewees pointed out that blueprints The interviewees often custom make both user often have a more defined appearance than user journeys [P1 - P4], and service blueprints [P2, P3]. journeys. The blueprints are often presented as Thus, the display of the visualizations varies. Still, combinations of boxes with text and simple icons they had some characteristics on both user [P3]. Some of the interviewed described it as a journey and service blueprint that are worth Microsoft Excel-version of a user journey [P1, mentioning. The main difference on the P2]. The size and detail level of the service appearance of the two techniques is that user blueprints vary. It was pointed out that some of journey is freer in its form than a service the service blueprints could be up to several blueprint [P2]. meters long, while others could be only 20 cm [P2]. Two of the blueprints shown were adapted Many of the visualizations in the research phase from the blueprints shown in Appendix A and B, are created by using post-its, whereas they later and were displayed in a similar way [P3, P4]. are visualized on computers for further use.

Service blueprints and user journeys 5 The display of service blueprint light (chapter blueprints to concretize in the double diamond 3.1.2) is similar to user journey. The only process [P2]. difference, as far as the author can see, is that a blueprint light always contains of more pages or 3.4 Motivations to use the techniques documents where the backstage processes are explained. The interviewees make use of both user journey and service blueprint to build understanding, to 3.3 When are the techniques used? improve communication and to gain a holistic overview of the service. User journey is frequently used by all interviewees while the use of service blueprint The designer from SINTEF told that the aimed varies in the sample. understanding vary between the two methods. When creating a user journey, the goal is to 3.3.1 When is the user journey used? explore feelings, while the service blueprint describes what happens [P4]. All the interviewed make use of user journeys in most, or all, service design projects [P1-P4]. The The interviewees told that talking about a theme user journey is used in all phases of the design that is visualized helps stakeholders understand process, from gathering information to each other [P3, P4], and both methods are used implementation. The designer from Halogen uses to improve communication [P2]. user journeys when exploring in the double diamond process [P2]. It was also told that the methods communicate a holistic view and show connections that might be 3.3.2 When is service blueprint used? difficult to describe with words [P4].

The use of service blueprint varies in the sample. 3.4.1 Motivations to create user journeys The designer in Halogen uses it, to a certain degree, in all projects [P2], while the designer in The user journey can help concretize the purpose SINTEF uses the technique mostly in the bigger of a project and help the stakeholders projects due to the time demanded to make a understanding the aim of the project [P2]. The blueprint [P4]. The service designer from Eggs interviewee from Nice Industridesign explained Design apply "blueprint light" (explained in that the user journey is a strong tool to highlight chapter 3.2.2) in most projects [P3]. the essence of loads of information, and by that gain understanding of the situation. She showed Service blueprint can be used in all phases of the a poster containing several user journeys, which design process [P3]. One of the interviewees uses summarized information from 70-80 pages of it in the starting point of a project to gain insight transcribed interviewees and explained that the [P3]. The designer from SINTEF has used Service user journey had been useful both to structure Blueprint once to map the existing service, and is the information internally in the design firm and planning to use it again to map a suggested when communicating with stakeholders. After service [P4]. The interviewees from Nice creating the user journeys, the people she had Industridesign and Eggs Design suggest that interviewed were asked to review the user service blueprints can be used when journey. By doing so, several misunderstandings implementing a new service, but have not yet were cleared up. The interviewee from Nice tried it themselves [P1, P3]. However, the Industridesign meant that it is both easier and designer from Eggs Design pointed out that it is more fun for people to comment on a user too complex to be used as a presentation tool journey than on a long text-document [P3]. [P1]. The designer from Halogen uses Service

Service blueprints and user journeys 6 Some of the interviews reported that a user third party stakeholders. This because service journey can be used to improve communication blueprints often are complex and most people with stakeholders [P2, P4]. It is easily understood needs time to understand it [P4]. [P1], which is positive when communicating with people with little knowledge of the project. It The service blueprints are used to show the was said that creating user journeys during an holistic view on the service [P1, P4]. interview with stakeholders is the fastest way to learn how things work [P2], and that it is an 3.5 Challenges with the two techniques effective way to help stakeholders communicate with each other in workshop settings [P4]. The All of the interviewees find user journey to be a interviewee from Halogen held that presenting useful tool and uses it to a large extend (chapter user journeys in untraditional ways, such as 3.3.1), and most of the interviewees make use of desktop walkthrough, could encourage the service blueprint (chapter 3.3.2). Nevertheless, involved to communicate new ways, which he there are found some challenges connected with meant is favourable in several projects [P2]. the two techniques.

One aim of making a user journey is to get a Some of the interviewees wish for a common holistic overview on what the service receiver language, both verbal and visual, of these two experiences when interacting with the service visualizations types [P1, P2]. When interviewing provider [P1, P2, P3, P4], and the technique is the designers the author found that it is often used to tell a story about the users experience of difficult to distinguish between scenarios and the service [P1]. user journeys, and user journey and service blueprint. It was said that clients working with 3.4.2 Motivations to create service blueprint several design firms might get confused as different firms could possible use different terms Service blueprints are used as a tool to and visualizations for the same things, or the understand the connections between the user designers might mean different things with the journey and what happens internally [P4]. One same terms and visualizations [P1, P2]. interviewee described it as a useful tool to create system in chaos [P2], and another interviewee A challenge with both visualizations types, told the visualization helps people think of a according to the interviewee from Nice service as connections [P4]. The interviewee from Industridesign, is that they are simplifications and Nice Industridesign showed an example where a therefor lack some information. Still, the blueprint inspired by by Polaine et al. (2013) [10] interviewee meant that it was absolutely (Appendix B) had been used as a starting point in necessary to create simplifications to be able to a project. The goal of filling out the blueprint was work with complex services [P3]. One of the to gain insight rather than creating a complete interviewees thought it might be difficult for blueprint. The designer gained enough insight stakeholders not used to the techniques to before the blueprint were done, and did understand that these visualization methods are therefore leave the blueprint half finish. The useful [P4]. designer then created a custom made visualization for the specific project [P3] It was also said that it is a challenge to create good visualizations that show both the holistic The interviewee from SINTEF explained that overview and details at the same time. Two of service blueprints work well to gain a common the interviewees reported that they had tried the understanding and encourage communication computer program “Prezi”, but it didn’t satisfy within a group who already know the service and their needs [P1, P2]. One of the designers argued the issues in the project, but not as well with that the presentations are quickly outdated, it is

Service blueprints and user journeys 7 difficult for clients to reuse the presentations and implement the new service, there is a risk that the computer-program is helpful only when the service blueprint can be left unused [P2]. presenting, not during the design process [P1]. Another challenge reported by the interviewee The designer from Eggs Design sees several from Eggs Design is that visualizations are often challenges with service blueprints. She finds the soon to be outdated [P1]. term simplexity to be important, with this she means to simplify and show the main features in The interviewee from Eggs Design told that it can the service, but still embrace the complexity. The be difficult to decide the physical format of the service blueprint does not, according to the visualizations. The different physical formats designer, fulfil this goal as it is too detailed and have different strengths and limitations. If a lot of shows too many stories at the same time. She did information is presented on one page, the also point out that in many cases clients (form visualization might have to be quite big. A big external companies) finds it difficult to deal with format could be difficult to handle because of the a very detailed overview of the service. The size. The interviewee said that a big poster with designer mentioned that service blueprint is just loads of information might be good to create an one of many tools a designer has knowledge overview in a small group, but it can be too about and argued there are other, and better, complex to be used in presentation settings. A ways to communicate an overview of the service. simple user journey, on the other hand, might be One of the techniques she use in-stead of service good to present the overview, but it can easily be blueprint is by creating "blueprint light" (chapter too simplified and important information can get 3.2.1) [P1]. lost [P1]. 3.6 The future 3.5.1 Challenges with user journeys The designers reported three wishes for the When asked about challenges with user journeys, future development of the two techniques. the designer from Halogen told a story where a 1. A common visual and verbal language client asked him to remove some parts of the [P1, P2]. user journey. This because the user journey 2. Useful computer programs that allow highlighted some problems the company was not them to create and share visualizations yet ready to handle [P2]. with their clients [P1,P2]. 3. More and better research on the 3.5.2 Challenges with service blueprint visualization methods [P4].

It was reported that it is time consuming to To keep updated on how the methods develop create and finish a service blueprint [P3, P4]. the interviewees Because of this the one of the interviewees found  Read books [P3, P4]. it to be important to know when it is suitable to  Read on internet, [P3, P4]. take the time needed to create a blueprint, and  Study real case projects, this can be done when it is not [P4]. It was said that service on conferences or events [P1, P4] blueprint does not fit all projects [P1, P4]. interviewing other designers [P4] or examine students work at the university It was also mentioned that it is important to be [P1]. aware that a service blueprint is not the delivery  Learn by talking with colleges [P4]. of a new service, but it shows how it can be done. If the company does not understand how The interviewee from Nice Industridesign to use the service blueprint, and how to expressed that visualization techniques develop in high speed [P3].

Service blueprints and user journeys 8 4. DISCUSSION make visualizations appropriate for specific projects (chapter 3). The author believes that by 4.1. Applied science and pure science doing so, the existing techniques are going to develop and new techniques might appear. User journey did not receive much attention by Feibleman (1961) puts it “applied science has as a authors before 2006 (chapter 1.2), and, according result the stimulation of discovery in pure to Følstad et al. (2014), has “no coherent science” (page 306) [38]. At the same time, the framework … been proposed to structure these author finds it to be important with formal practices” [15]. Nevertheless, the interviewees approaches to the visualizations. This is needed seems to agree on what user journey is and uses both when multiple actors apply a service design it to a large extend. On the other hand, service approach in collaboration [1] and when students blueprint has been described frequently in are learning the techniques. publications since 1982 (chapter 1.3), but the respondents apply it in to a smaller extend than 4.2 Common language user journey, and they do not have a common description of the technique. It seems to be a The interviewees want a common language on diversity between the pure science (to know) [38] visualization techniques (chapter 3.6). Authors found in literature and the applied science (to do) have paid attention to the language of service [38] among the interviewees. There might be design. Halvorsrud et al. (2014) argues that there several reasons for this. is a need for a visual language for service design, and they present a suggestion on a visual First, user journey is easier to understand and to language concerning customer journey [1]. apply than service blueprint (chapter 3.3). The service blueprint does often present more However, there are several terms on user information, and is therefore more difficult to journey (chapter 1.2), and there are multiple understand and apply. The author has found the ways to present a service blueprint [10]. The same tendency in literature. While the definition interviewees explain that sometimes it might be of user journey presented in chapter 1.2 is clear difficult to distinguish between user journey and and understandable, the definition of service service blueprint (chapter 3.1), and elements blueprint (chapter 1.3) is vaguer. The two typically for service blueprints are used in user blueprints presented by Stickdorn and Schneider journeys by the interviewees (chapter 3.2.1). (2011) [6] (see Appendix A) and by Polaine et al. Desktop walkthrough and storyboards, which (2013) [10] (see Appendix B) shows the diversity normally is presented as separate techniques [6, among the blueprints. The first blueprint seems 9], are used to present user journeys (chapter to be strongly inspired by Bitner et al. (2008) 3.2.1). The interviewees present emotional [33], and has a focus on overlying processes. The journey as a part of user journeys (chapter 3.2.1), focus of the second blueprint seems to be on some places is presented as another word for mapping all possible touchpoints of a service. user journey [5].

Second, the designers keep updated on new There are several terms which mean the same as techniques and the development of techniques in user journey (chapter 1.2). The author believes other channels than academic literature (chapter that there is a need for clarifying what the 3.6). One exception of this is academic literature differences between the terms are. A user is a published in service design books or on web person using a service, and a user journey should pages easily accessible for the designers. therefor describe the journey of a user. A customer is a person buying a product or service, Third, the interviewees do not focus on and a customer journey should describe the categorizing visualization techniques, but custom journey of a customer.

Service blueprints and user journeys 9 4.2 The display of visualizations science. The main motivations of using the two techniques are to gain understanding of The interviewees reported that sometimes it is a the situation, a holistic overview and to challenge to decide the physical format of the improve communication. The main visualizations (chapter 3.5). It is found few challenges with the techniques seem to be publications on this theme. Sevaldson (2011) that a common visual and verbal language on argues that GIGA-mapping can be used when dealing with very complex situations [39], but the the two techniques is still lacking and to interviewees did describe challenges with decide the format of the visualization is working on big formats. They also reported that difficult, also because there are is a lack of there is a lack of computer programs that fulfil computer programs, which meets the needs their needs when designing the visualizations. when designing user journeys and service blueprints. 4.3 When to use the methods

In the study conducted by Segelström (2010) [5] it was found that several service designers used a cluster of different journeys as visualization techniques, while service blueprint were mentioned by only one of the interviewees (chapter 1). In the study presented in this article, all the interviewees creates user journey frequently. Service blueprint seem to be a more used technique than when the first interviewees were conducted, but is used less than user journeys.

4.4 Motivations

The service designers in this sample reported the three main reasons to apply user journey and service blueprint to be: to build understanding; gain a holistic overview and to improve communication. This fits the motivations of using visualization techniques described by authors (chapter 1).

4. CONCLUTIONS

The conclusion of this article is that the applied science of the two visualization techniques differs from the pure science of the same techniques, i. e. concepts suggested in the literature. It is found that the respondents focus on creating visualizations that are needed in each project rather than following guides from the pure

Service blueprints and user journeys 10 INTERVIEWEES effective solutions. Beverly, Mass.: Rockport Publishers, 2012. [P1] Service designer from Eggs Design, [10] A. Polaine, L. Løvlie, and B. Reason, Service interviewed by Synneva Storaas design: from insight to implementation. Brooklyn, in a personal interview conducted in New York: Rosenfeld Media, 2013. Trondheim, 1 hour, 13.10.2014 [11] S. Miettinen and M. Koivisto, Designing [P2] Service designer from Halogen, services with innovative methods: University of interviewed by Synneva Storaas Art and Design, 2009. over Skype, 30 minutes, 30.10.2014 [12] S. S. Tax, D. McCutcheon, and I. F. [P3] Service designer from Nice Industridesign, Wilkinson, "The Service Delivery Network interviewed by Synneva Storaas (SDN) A Customer-Centric Perspective of in a personal interview conducted in the Customer Journey," Journal of Service Trondheim, 30 minutes, 30.10.2014 Research, vol. 16, pp. 454-470, 2013. [P4] Service designer from SINTEF, [13] L. G. Zomerdijk and C. A. Voss, "Service interviewed by Synneva Storaas design for experience-centric services," in a personal interview conducted in Journal of Service Research, vol. 13, pp. 67-82, Trondheim, 30 minutes, 10.11.2014 2010. [14] J. Gloppen, Service design leadership: shaping REFERENCES service innovations at the intersection of design and strategic management vol. 57. [Oslo]: [1] R. Halvorsrud, E. Lee, I. M. Haugstveit, Arkitektur- og designhøgskolen i Oslo, and A. Følstad, "Components of a Visual 2012. Language for Service Design," Proc. ServDes [15] A. Følstad, K. Kvale, and R. Halvorsrud, 2014, pp. 291-300, 2014. "Customer journeys: Involving customers [2] J. Nieminen and T. Mattelmäki, and internal resources in the design and "Navigating in the World of Services- management of services." Visualizing a system of systems," Nordes, [16] S. Parker and J. Heapy, The journey to the 2011. interface: how public service design can connect users [3] J. Gloppen, "The strategic use of service to reform. [London]: Demos, 2006. design for leaders in service organizations," [17] S. Whittle and M. Foster, "Customer 2011. profiling: getting into your customer’s [4] L. Kimbell, "Insights from Service Design shoes," Management Decision, vol. 27, 1989. Practice," in 8th European Academy of Design [18] G. L. Shostack, "How to design a service," Conference, 2009, pp. 249-253. European Journal of Marketing, vol. 16, pp. [5] F. Segelström, "Visualisations in service 49-63, 1982. design," 2010. [19] B. J. Berkley, "Analyzing service blueprints [6] J. Schneider, M. Stickdorn, F. Bisset, K. using phase distributions," European Journal Andrews, and A. Lawrence, This is service of Operational Research, vol. 88, pp. 152-164, design thinking: basics, tools, cases. Hoboken, 1/6/ 1996. N.J.: Wiley, 2011. [20] C. Paquet, D. St-Arnaud-McKenzie, G. [7] A. Osterwalder and Y. Pigneur, Business Ferland, and L. Dubé, "A blueprint-based model generation: a handbook for visionaries, game case study analysis of nutrition services changers, and challengers. Hoboken, N.J.: provided in a midterm care facility for the Wiley, 2010. elderly," Journal of the American Dietetic [8] F. Segelström and S. Holmlid, Association, vol. 103, pp. 363-368, 3// 2003. "Visualizations as tools for research: [21] S. Fließ and M. Kleinaltenkamp, Service Designers on visualizations," "Blueprinting the service company: Nordes, 2009. Managing service processes efficiently," [9] B. Martin and B. Hanington, Universal Journal of Business Research, vol. 57, pp. 392- methods of design: 100 ways to research complex 404, 4// 2004. problems, develop innovative ideas, and design [22] P. T. Chuang, "Combining service blueprint and FMEA for service design,"

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Service blueprints and user journeys 12 Appendix A Service blueprint adapted from Stickdorn and Schneider (2011) [6] (pp. 206 - 207).

Service blueprints and user journeys 13 Appendix B Service Blueprint adapted from Polaine et al. (2013) 94 [10] (p. 94).

Aware Join Use Develop Leave Write an overall Statement for the user experience of this phase. What should we aim for? What is this phase all about? Step Break the interactions into steps and describe each activity.

Experience “A quote from the

User when we Get this right.”

User Face to face Touchpoint title Either write a description of the touchpoint, or put on image/sketch here. Print

Web The homepage (Screenshot of the homepage)

Phone

Mobile

Location

Channels Customer - Describe in short services what has to happen to support the user experience for this step - Listing actions by actions IT-department Action Brief description.

Another action A few more details Third action Described here. Third party

Backstage processes Backstage

Service blueprints and user journeys 14 Appendix C Interview guide, Eggs Design

The interviews were held in Norwegian, below the questions are presented in both Norwegian and English.

How do you describe service blueprint? (Hvordan beskriver du service blueprint?)

Do you make use of service blueprint in the service design process? (Benytter du deg av service blueprint i servicedesignprosessen?)  To what extend? (I hvor stor grad?)  In which settings? (I hvilke settinger?)

What is your purpose of applying service blueprint? (Hva er formålet ditt med å bruke service blueprint?)  In the different steps of the process? (I de ulike stegene i prosessen?)

How do you create a service blueprint? (Hvordan går du fram for å lage en service blueprint?)  How is the clients company involved? (Hvordan involveres bedriften?)  In which parts of the process is it made? (Når i prosessen lages den?)

What works well with a service blueprint? (Hva fungerer godt med service blueprint?)  Why? (Hvorfor?)

When does it not work well? (Når synes du det ikke fungerer?)  Why? (Hvorfor?)

How do you think you are going to apply service blueprints in the future? (Hvordan vil du bruke service blueprint i framtiden? )

How do you think it is going to be used generally by others in the future? (Hvordan tror du det vil brukes generelt i framtiden?)

Service blueprints and user journeys 15 Appendix D Interview guide, Halogen, Nice Industridesign, SINTEF

The interviews were held in Norwegian, below the questions are presented in both Norwegian and English. In the section “User journey/service blueprint”, the interviewees were first asked to answer all the questions listed on user journey, and later on service blueprint.

 How much of your work concern service design, and how long have you with this? (Hvor mye av ditt arbeid handler om tjenestedesign, og hvor lenge har du jobbet med dette?)

User journey/ service blueprint (Brukerreisen/Service blueprint)  How do you understand the term user journey/service blueprint when you use it in your service design process? (Hva legger du i begrepet brukerreise/service blueprint når du bruker det i tjenestedesignprosessen?)  When do you use the techniques? (Hva bruker du det til?)  Could I please see some examples? (Kan få lov til å se noen eksempler?)  Do you see any benefits with the technique? (Ser du noen fordeler med teknikken?)  Do you see any challenges with the techniques? (Ser du noen ulemper med teknikken?)  In what part of the process do you use the method? (I hvilken del av prosessen benytter du deg av metoden?)  How do you think user journey/service blueprint is going to develop in the future? (Hvordan tror du at bruken av brukerreise/service blueprint kommer til å utvikle seg framover?)

User journey and service blueprint compared to each other: (Brukerreisa og service blueprint i forhold til hverandre)  Do you see any similarities between user journey and service blueprint? (Ser du noen likheter mellom brukerreisa og service blueprint?)  Do you find some differences between the two techniques? (Ser du ulikeheter mellom brukerreise og service blueprint?)  Do you prefer any of the methods while working? (Foretrekker du en av metodene når du jobber?)  How do you think the techniques are going to develop? (Hvordan tror du at SB og BR kommer til å utvikle seg i framtiden?)  How are you keeping updated on new methods? (Hvordan holder du deg oppdatert på nye metoder?)

Service blueprints and user journeys 16